Our Capabilities
Helping you identify critical points of leverage and your pathway to growth
Strategic Planning
& Facilitation
Cross-functional workshops | Long-range scenario planning | Marketing plan audits | Econometric modeling
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WHAT IT MEANS
We have held live workshops in 20+ markets worldwide, providing robust analytic models and user-friendly “simulator” scenario-building tools to marketing and insights leaders. The workshops are typically cross-functional, focused on both short-term and long-term planning, and provide a common language, framework, and quantification of brand or portfolio opportunity. This allows you to align on your strategy with stakeholders, and speak across the organization with one voice, one set of facts, and one set of strategic priorities.
QUESTIONS WE ANSWER
How do I bridge the gap between my marketing plans and the business goals they are supposed to meet?
How do I align stakeholders to my strategy?
How do I create scenarios for long-term planning?
HOW WE DO IT
With our STRAP™ framework and related tool, we quantify and assess the strategic fit, consumer targets, risk, adequacy, and revenue potential of annual marketing plans. This involves triangulation and integration across multiple sources including any existing marketing mix modeling your team relies on.
CASE
Here’s how we applied STRAP™ to a beverage brand in South Africa.
Consumer Segmentation
& Dynamic Modeling
Growth pathways identification | Switching analysis | Leverage point analysis | Business simulations
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WHAT IT MEANS
We have developed both consumer and commercial-centric dynamic models across a diverse set of industries. Typically, we avoid the averages of aggregated data and instead work with raw data to reveal true insights, from point-of-sale to household panel to consumer tracking studies. Our strategy work helps decompose historical performance, identify the high-leverage points for growth for a brand, or portfolio of brands, and provides insights on how to activate them. This ultimately results in stronger brand plans and aligned growth targets.
QUESTIONS WE ANSWER
How is the market segmented and what are my growth levers?
What are the underlying category dynamics?
What are the critical points of leverage for growth?
HOW WE DO IT
With our “Growth Levers” framework, we build consumer-driven models for assessment and quantification of brand growth strategy (e.g. recruitment, frequency, retention) based on the analogy of water in a bathtub. Think of it this way: much like the level of water in a bathtub, consumers are viewed as reservoirs whose level can be changed only by acting on the in-flows and out-flows. We use the discipline of system dynamics to help you identify the most impactful consumer flows to your business.
With our Pachinko™ model, we decompose business performance into detailed volumetric and price drivers, and then allow you to drill down to the precise KPIs explaining your historical performance, your gap to competitors, the role of innovation, your biggest feasible opportunity for growth, and the ultimate P&L impact of those opportunities.
CASE
Here’s how we applied consumer “Growth Levers” to a contact lens manufacturer in the USA
Here’s how we applied Pachinko™ to a global food manufacturer
Statistical Analysis
& Decision Science
Advanced analytics | Lifetime value | Path modeling | New product uptake
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WHAT IT MEANS
We bring decades of industry expertise in applying statistical models to marketing strategy. Unlike traditional marketing mix modeling however, our techniques allow us to understand key drivers of consumer behavior, providing insights on key pathways for brand adoption and how to unlock them with the right campaign or commercial strategy. These insights are identified using iterative testing and collaborative workshopping with our clients to ensure they are clear, relevant and actionable.
QUESTIONS WE ANSWER
What are the drivers of historical performance?
What are the pathways to brand adoption?
What is the lifetime value of a consumer?
HOW WE DO IT
We draw from diverse quantitative methodologies to provide the most robust and actionable answer to your questions. These include traditional Statistics, System Dynamics modeling, Structural Equation Modeling, Multi-Criteria Decision Analysis, and Machine Learning.
CASE
Here’s how we applied Structural Equation Modeling to a beverage brand in North America
Our Difference
Our team has deep experience across a range of quantitative disciplines – statistics, mathematics, finance, AI, system dynamics, and more – but what really sets us apart is our ‘why’.
We are curious. We continue pushing for answers long past when others give up. We avoid ‘off-the-shelf’ solutions, preferring to start with a whiteboard and a question instead.
We understand that our clients must make decisions without perfect data, and we thrive on the creativity these challenges demand. Ultimately, we seek to bring the best available science to the art of marketing strategy.